La promesa de felicidad en los mensajes de la publicidad comercial

Abstract

From the beginning publicity has had to adapt itself to social changes. As a consequence, it has been constantly forced to change its ideas in order to call the attention of consumers. In this article we will study one of the main ideas of the philosophy of publicity as we know it nowadays: happiness in publicity. This concept is used either in an implicit or an explicit way in most of current advertisements. Thus, we will study the meaning of this concept, its origins and the way it was shaped, together with the different ways in which it is being introduced in current publicity.